Youth Sports VIP Zones

Experiential

Customer Challenge

Adidas wanted a way to stand out among other athletic brands at the DICK’S
Sporting Goods market-launch and Grand Openings in Houston, Texas and to
bring their “Here to Create” campaign to life. Goals included direct
engagement with student athletes, product features, sales traffic drivers, and
social extension.

11,851 young athletes engaged

Our Solution

To give youth athletes a space to call their own, we created personalized experiences within 20’ x 30’ tented Zones. Highlights included Meet ‘n Greets with popular multi- sport adidas-sponsored athletes such as Roger Clemens and Brian Ching. Student athletes created Team Spirit Cuffs out of shoe laces in their school’s team colors and bonded over large-screen sports telecasts in our lounge. Concierge staff , refreshments, catered meals, and special premium items were exclusively for youth athletes.
To give youth athletes a space to call their own, we created personalized experiences within 20’ x 30’ tented Zones. Highlights included Meet ‘n Greets with popular multi- sport adidas-sponsored athletes such as Roger Clemens and Brian Ching. Student athletes created Team Spirit Cuffs out of shoe laces in their school’s team colors and bonded over large-screen sports telecasts in our lounge. Concierge staff , refreshments, catered meals, and special premium items were exclusively for youth athletes.
Lifestyle
In step with a James Harden (of Houston Rockets fame) shoe launch, the James Harden Virtual Reality experience was an impactful product interactive experience inside the VIP Zone. To create extension beyond the event, a Selfie GIF station encouraged users to harness their creativity and share their experience with family, friends, and their community.
In step with a James Harden (of Houston Rockets fame) shoe launch, the James Harden Virtual Reality experience was an impactful product interactive experience inside the VIP Zone. To create extension beyond the event, a Selfie GIF station encouraged users to harness their creativity and share their experience with family, friends, and their community.
Digital
In competitive landscapes, it’s not just about the end user. For brands, it’s about relationships with brands. retailcomm developed, managed, and produced these events collaboratively with DICK’S Sporting Goods to create communication, collaboration, and executional efficiencies among clients – a win for all.
In competitive landscapes, it’s not just about the end user. For brands, it’s about relationships with brands. retailcomm developed, managed, and produced these events collaboratively with DICK’S Sporting Goods to create communication, collaboration, and executional efficiencies among clients – a win for all.
Retailer support

The Results

  • 6 simultaneous activation areas in conjunction with 6 Grand Openings
  • 11,851 young athletes engaged with adidas inside the lounges over three days
  • 1,246 people used the selfie GIF station with 1,692 shares and 173,892 impressions
11,851 young
athletes engaged
with adidas

What We Heard.

See how we did it for